In an effort to tap into the success of Apples iTunes, Universal Studios is starting their own service that includes a hard copy! The service will employ Microsofts digital rights management technology. The initial Universal Studios collection will consist of 35 movies, with recent films such as Pride and Prejudice and Serenity.  King Kong will sell for 19.99 pounds, ($34.70 US dollars). The service will also be available to AOL users, the UK service is run by Lovefilm.

From April 10, consumers will be able to download two digital copies of selected movies -- one for a computer and one for a portable device -- and receive a DVD in the mail. Universal's partner, Lovefilm, already has a movie download service that provides films from Warner Brothers on a rental basis. The new service announced on Thursday is download-to-own, meaning that the downloads will not expire.

"It gives instant access, it gives portability and it gives much greater flexibility for the consumer to consume his product any way they want," said Universal Pictures UK Chairman Eddie Cunningham. Universal Pictures is part of General Electric's NBC Universal unit. Hollywood studios have been reluctant to sell digital versions of their blockbusters for fear they would be copied and pirated online.